ABSTRACT
Social media (e.g., Facebook, LinkedIn, Groupon, Twitter) have changed the way consumers and advertisers behave. It is crucial to understand how consumers think, feel and act regarding social media, online advertising, and online shopping. Business practitioners, students and marketers are trying to understand online consumer experiences that help instill brand loyalty. This book is one of the first to present scholarly theory and research to help explain and predict online consumer behavior.
TABLE OF CONTENTS
section |80 pages
Consumers' Online Identity
chapter |32 pages
Snapshots of the Self
Exploring the Role of Online Mobile Photo Sharing in Identity Development Among Adolescent Girls
chapter |20 pages
Source Characteristics in Online Shopping
Do Avatar Expertise, Similarity, and Attractiveness Affect Purchase Outcomes?
section |102 pages
Social Media, Blogs, and Privacy Issues
section |84 pages
Online Advertising and Online Search Behavior
chapter |28 pages
Advertising Versus Invertising
The influence of Social Media B2C Efforts on Consumer Attitudes and Brand Relationships
section |77 pages
e-Tail Consumer Behavior and Online Channels
chapter |21 pages
Toward a Theory of Consumer Electronic Shopping Cart Behavior
Motivations of e-cart Use and Abandonment
